Iconic Rote Learning Learning a concept or the association between two or more
concepts in the absence of conditioning is known as iconic rote learning. For example, one may see an ad that states “Ketoprofin is a headache remedy” and associate the new concept “ketoprofin” with the existing concept “headache remedy.” Notice the distinction from conditioning in that there is neither an unconditioned stimulus (classical) nor a direct reward or reinforcement (operant) involved.
Also, it is important to point out that unlike more complex forms of cognitive learning, iconic rote learning generally involves considerably less cognitive effort and elaboration.
A substantial amount of low-involvement learning involves iconic rote learning. Numerous repetitions of a simple message that occur as the consumer scans the environment may result in the essence of the message being learned. Through iconic rote learning, consumers may form beliefs about the characteristics or attributes of products without being aware of the source of the information. When the need arises, a purchase may be made based on those beliefs